GenAI-powered Behavioral Design Sprint using Make It Toolkit
Master GenAI powered human-centered experience design using the Makeit toolkit for effective behavioral product & service design.
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Course overview
GenAI-driven case study to run a behavioral design sprint using Make It Toolkit
TL;DR: You'll learn the step-by-step process for conducting a Behavioral Design Sprint leveraging the Make It Toolkit from behavioral challenge statement to prototyping and validating your behavioral design hypotheses. All GenAI-powered (human in the loop)!
We took the original Design Sprint process and made it more human-centered by integrating the Make It Toolkit for behavioral design into it - we call the new and improved process The Behavioral Design Sprint:
Strategize to Formulate Challenge:
- Choose a Product or Service
- Define target behaviors to encourage or discourage
- Formulate a behavioral challenge statement
Map the Behavioral User Journey:
- Start at the end, map the behavior journey
- Utilize the Make It Toolkit Five Laws of Behavior to analyze the customer journey
- Identify Make It barriers to progress
- Identify and prioritize opportunity points (design interventions)
- Prioritize Opportunity (design intervention) Points using RICE Prioritization method
- ChatGPT prompt empowered leveraging the Make It Toolkit Five Laws of Behavior and RICE Prioritization Method
Brainstorm Ideas & Interventions:
- Idea generation using the Make It Toolkit strategies and tactics
- Idea refinement leveraging combo/trade-offs to evaluate different Make It Strategy combinations
- ChatGPT prompt empowered using the 15 Behavioral Design Strategies within the Make It Toolkit
- Formulate a set of behavioral design hypotheses
Sketch Solutions Concepts & Buid Prototype:
- Sketch concepts to visualize them (core user flows, journeys, experiences)
- Choose Design Method and Fidelity (storyboard, mock-up, wireframe, etc.)
- Build/Prototype Solution Concepts to be tested
- Utilizing ChatGPT prompting and a GenAI powered UX/UI Toolset
Test and Validate:
- Prototype the chosen Solution Concept using GenAI-based tools
- Recruit targeted audience for the Test
- Test and Validate the Solution Concept referencing Behavioral Design Hypotheses
- Utilizing ChatGPT prompt-driven test and validation criteria alongside best-of-breed tools
The enter process is GenAI-powered with a human in the loop where required (you get to decide). The course is Case Study-based and I've hand-picked three specific case studies (e.g., healthcare, renewable energy, and financial services) to guide your learning journey.
You'll learn about the key differences between traditional customer journey mapping and behavioral journey mapping (e.g., focus, design objectives, psychological elements, and outcome vs. process orientation).
You'll get an overview of the Five Laws of Behavior: 1st Law: B=f(P*E) by Kurt Lewin; 2nd Law: B=S1+S2 by Kaniel Kahneman; 3rd Law: A->B->C by B.F. Skinner; 4th Law: B=MAP by B.J. Fogg; and 5th Law: B=f(I,E) by Deci and Ryan.
You'll learn about the Five Core Components of a Behavioral Journey Map:
(1) Behaviors - what does the user do represented as a behavioral journey map? starting at the end and mapping out all user behaviors and associated user tasks.
(2) Prompts - what internal or external triggers prompt the behavior? All behavior is prompted whether internally or externally.
(3) Consequences - what are the immediate and/or delayed consequences (positive or negative) of the behavior?
(4) Barriers - what prevents people from taking action or making progress? are there motivational, ability, or prompt/attention-related behavioral barriers to progress?
(5) Opportunity Points - what opportunities are there to help the user make better progress and/or improve the overall experience?
You'll learn about how to identify and leverage different Design Intervention Strategies:
(1) Antecedent Intervention - involves setting up new cues or prompts to trigger the behavior and/or refining them to make them more effective;
(2) Behavioral Intervention - focusing on modifying the environment and/or the process surrounding the behavior, helping people overcome identified barriers to progress (person, environment, motivation, ability, and/or prompt/attention); and
(3) Consequential Intervention - ways in which to impact or modify the outcomes (positive or negative) of a behavior in order to reinforce its occurrence.
You'll learn about leveraging the 15 core makeit behavioral design strategies and associated tactics for helping people make user's make progress and achieve desired outcomes.
A few examples of the makeit behavioral design Strategies you'll learn to apply:
-> Make it Easy: Decrease the real or perceived cost and the cognitive or physical effort required to encourage a behavior.
-> Make it Attractive: Frame choices, goals, and experiences as familiar, relevant, and immediately beneficial, appealing to the senses or in comparison to alternatives.
-> Make it Tangible: Encourage and reinforce behaviors, effort, progress, and success with tangible incentives and rewards.
-> Make it Empowering: Increase the sense of autonomy, control and choice over people’s course of action and encourage creative, strategic, and adaptive thinking.
-> Make it Yours: Build commitment and leverage or increase people’s sense of ownership and attachment to outcomes, products, and experiences.
-> Make it Meaningful: Leverage people’s beliefs, need for order and context, and connect the desired behaviour, goal, or experience to higher values that transcend the individual.
and more! How to Design with Behavior in Mind.
You'll learn about the makeit toolkit's Comb/Trade-off process to present, evaluate, and improve ideas via cross-team inspection as part of the ideation process.
You'll learn how to formulate Behavioral Design Hypothesis(es) to guide and inform your prototyping and testing efforts with real customers.
And finally, you'll learn how to Prototype and Test your ideas/solution concepts leveraging best-of-breed GenAI tools for UX/UI helping you plan, execute, and validate your ideas with actual customers.
Throughout the process, we'll teach you how to leverage Generative AI (ChatGPT) as part of the makeit Behavioral Design Sprint approach. The practical methods you learn will help you in introducing a behavioral design process to your teams.
It's going to be an amazing course! We cannot wait to share with you these practical and empowering methods and tools for GenAI-powered behavioral design efforts!
Who is this course for
01
Product managers wanting to make sure the products and services they design are behavioral informed and more likely to succeed.
02
Designers wanting to have better context around the users they are designing for and the specific behaviors that need to be influenced.
03
Behavioral scientists seeking to better integrate applied behavioral science into the design process.
04
Researchers wanting to ensure that the insights they capture help contextual inform the specific user behaviors to be influenced.
05
Scrum masters looking to better align teams on more focused customer outcomes via a behavioral challenge statement.
06
Collectively, aligning a team around a set of behavioral design hypothesis to influence customer decision making & progress moving forward.
What you’ll get out of this course
The GenAI-powered Behavioral Design Sprint (Human in the Loop)
The step-by-step process for conducting a Behavioral Design Sprint leveraging the Make It Toolkit from behavioral challenge statement to prototyping and validating your behavioral design hypotheses. All GenAI-powered (human in the loop)!
Introduction to the Make it Toolkit for Behavioral Design
How we made the Design Sprint process more human-centered by integrating the makeit toolkit into it. Starting with a behavioral challenge statement.
Introduction to the Five Laws of Behavioral Science
The Five Laws of Behavior B=f(P,E) Kurt Lewin, B=f(S1,S2) Daniel Kahneman, (A->B->C) B.F. Skinner, (B=MAP) BJ Fogg, and B=f(I,E) Deci & Ryan to inform behavioral design.
Behavioral Journey Map vs. Traditional Journey Map
The core differences between a behavioral journey map and a traditional journey map (focus, design objective, orientation) and the five core components to a behavioral journey map (prompts, behavior, consequences, barriers, and opportunity points).
Interactive Behavioral Journey Mapping Case Study
An interactive, case study based exercise to create a behavioral journey map from start to finish, Covering in detail the five core components: behavior, prompts, consequences, barriers, and opportunity points.
Ideating leveraging the 15 makeit Behavioral Design Strategies
As part of the case study based exercise learning how to leverage the fifteen (15) makeit behavioral design strategies and associated tactics to ideate on how to better influence customer progress and design a better experience.
Formulating a Behavioral Design Hypothesis
Formulating a behavioral design hypothesis to drive prototyping and validation with consumers or customers aligned with the original behavioral challenge statement.
Prototype, test and validates your Ideas/Solution Concepts
Prototyping, testing and validating ideas/solution concepts leveraging best-of-breed GenAI powered toolsets for storyboarding, UX/UI prototyping and design, rapid usability testing and research synthesis.
GenAI Design and Prototyping Case Study
A GenAI behavioral design sprint case study demonstrating your knowledge of how to leverage generative AI-based methods and tools to facilitate and empower the design process with a cross-functional team.
What’s included
Live sessions
Learn directly from JOHN GUSIFF & Mahnaz Hajesmaeili in a real-time, interactive format.
Lifetime access
Go back to course content and recordings whenever you need to.
Community of peers
Stay accountable and share insights with like-minded professionals.
Certificate of completion
Share your new skills with your employer or on LinkedIn.
Maven Guarantee
This course is backed by the Maven Guarantee. Students are eligible for a full refund up until the halfway point of the course.
Course syllabus
7 live sessions • 71 lessons
Week 1
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Course Agenda and Cohort
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Make It Toolkit Behavioral Design Sprint
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The Behavioral Challenge Statement
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Make It Toolkit Overview
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The Five Laws of Behavior
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The Five Laws of Behavior as it relates to Behavioral Journey Mapping
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Key Differences between Traditional and Behavioral Journey Mapping
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Five Core Components of a Behavioral Journey Map
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Overview of Case Studies
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Case Study: Treatment of Rheumatoid Arthritis
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Case Study: Switch to Renewable Energy (Install Solar)
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Case Study: Setup a Retirement Savings Account
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User Task Analysis for Behavioral Design
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Why Perform User Task Analysis?
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Case Study Example: Get Vaccinated
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Prompts (Internal and External)
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Case Study Example: Get Vaccinated
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Consqences of Behavior (positive, negative)
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Case Study Example: Get Vaccinated
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makeit toolkit Barriers to Progress (Top 18)
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Most Likely Barriers to Progress based upon User Task Type
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Case Study Example: Get Vacinated
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Opportunity Points
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Case Study Example: Get Vaccinated
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The RICE Prioritization Model
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Case Study Example: Get Vaccinated
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The Behavioral Strategy Canvas
Jun
17
Session One: Introduction and Course Overview
Welcome and Course Agenda
An overview of the course, sessions to be held, the other people in the cohort, and the agendas for the planned sessions.
The Behavioral Design Sprint
We took the original Design Sprint process and made it more human-centered. Using a case-study based approach you'll learn how to leverage GenAI to power the end-to-end Behavioral Design Sprint process leveraging the Make It Toolkit.
Formulating a Behavioral Challenge Statement
Learn the formula for creating a behavioral challenge statement as well as how it is utilized as part of a behavioral design sprint process.
The Make It Toolkit (An Overview)
An overview of the Make It Toolkit for behavioral design: Five Laws of Behavior, Barriers to Progress, 15 Core Make It Strategies, and associated Make It Tactics.
The Five Laws of Behavior
Introducing the Five Laws of Behavior to be leveraged to inform product and service design, customer engagement strategies, and change management. Our focus will be as it relates to product and service design in this course.
Traditional Customer Journey Maps vs. Behavioral Journey Maps
Highlighting the key differences between traditional and behavioral journey maps as it relates to focus, design objectives, psychological elements, and outcome vs. process orientation.
The Five Core Components of a Behavioral Journey Map
Learn about the five core components of a behavioral journey map: behavior, prompts, consequences, barriers to progress, and opportunity points. As well, as how the Five Laws of Behavior inform each of them.
Teams and Case Studies
Overview of the case studies designed to support the course: healthcare, renewable energy, and financial services. Pick case studies and formulate teams of 2 to 3 people around each case study.
User Task Analysis for Behavioral Journey Map
Review the initial behavioral journey associated with your case study and perform a user task analysis (e.g., exploratory, simple, complex, goal-oriented, problem-solving, decision-making, etc.) exercise across all user steps/tasks.
Group Exercise: Behavioral Journey Mapping and User Task Analysis
Apply GenAI-based prompting to perform user task analysis (twelve different task types) across the sequence of user steps/task to inform the experience design process.
Identifying Prompts (Internal and External)
Learn about the Make It Toolkit 1st and 4th Laws of Behavior as they relate to behavioral journey mapping. Understand the role of internal and external prompts as they relate to behavioral journey mapping.
Group Exercise: Identifying Prompts associated with the Behavioral Journey
Apply GenAI-based prompting to identify potential internal and external prompts associated with each user step across the behavioral journey map.
Jun
19
Session Two: Behavioral Journey Mapping (Start to Finish)
Consequences of Behavior
Learn about the Make It Toolkit 3rd Law of Behavior and how to identify consequences of behavior (positive, negative) along with how they might impact future behavior from occurring or not occurring.
Group Exercise: Identifying Consequences associated with the Behavioral Journey
Apply GenAI-based prompting to identify both positive and negative consequences associated with your specific case study and behavioral journey map.
makeit Barriers to Progress
Learn about the Make It Toolkit 4th Law of Behavior and how to identify barriers to progress related to motivation, ability, and/or prompt/attention.
Group Exercise: Identifying Barriers associated with the Behavioral Journey
Identify barriers to progress you believe exist at different points in the user journey (as a team). Apply GenAI-based prompting to identify barriers to progress (motivation, ability, prompt/attention-related) associated with your specific case study and behavioral journey map.
Opportunity Points
Learn about the Make It Toolkit 3rd Law of Behavior (B=ABC) and how to leverage it to identify opportunity points for design interventions (antecedent, behavioral, consequential).
Group Exercise: Identify Opportunity Points for Design Interventions
Using the Make It Toolkit 3rd Law of Behavior (B=ABC) identify opportunity points (antecedent interventions, behavioral interventions, consequential interventions) across the user journey to either influence decision making and/or help the user make progress.
RICE Prioritization Model
The RICE model is a prioritization framework used to evaluate projects, features, or initiatives based on four key criteria: Reach, Impact, Confidence, and Effort.
Group Exercise: RICE Prioritization of Opportunity Points
We leverage GenAI based prompting to simulate a RICE prioritization of design interventions seeking to identify the Top 6 design interventions to focus on as we transition from the problem space to the solution space.
Homework Assignment: Behavioral Strategy Canvas
Jun
20
Office Hours (Q&A) Human in the Loop - Behavioral Journey Mapping
Week 2
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makeit toolkit 15 Core Strategies
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Case Study Example: Get Vaccinated
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Group Discussion - Missing Layers of Behavioral Journey Mappin
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Combos and Tradeoffs Process
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Formulating Behavioral Design Hypothesis
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Case Study Example: Get Vaccinated
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Trade-offs Analysis to refine your Solution Concept
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Design Methods
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Low Fidelity vs. High Fidelity
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Journey Mapping vs. Storyboarding
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Five Practical Ways to use Journey AI by TheyDo
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TheyDo Journey Mapping Primer
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TheyDo Journey Management Getting in the Details
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TheyDo Journey AI Turning Research into Journeys
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Storyboarding for Design Thinking
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Storyboarding with Bing Image Creator + DALL-E
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Overview of GenAI Tools for Prototyping
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Overview of Chatbots vs. Conversational AI
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Visily - Basic Walkthrough
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Seamlessly Create and Annotate "Wireflows"
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Visily - Master all our AI Features
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Visily - Sharing your Designs with Figma
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Setting up your VoiceFlow Account
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Getting Started with VoiceFlow
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Building Your First AI Agent
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Creating your First Voice Assistant
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[NEW] Knowledge Base Search Step
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[NEW] Voice AI Agent Beta in Voiceflow
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[NEW] Using Functions to Connect to 3rd Party Services
Jun
24
Session Three: Ideation & Solution Concept Development, Behavioral Design Hypothesis, and Group Shareouts
makeit toolkit 15 Core Strategies
An over of the 15 core Make It Toolkit strategies to be utilized for ideation and experience design as part of your assigned case study (healthcare, renewable energy, financial services).
Group Exercise: Ideation leveraging the 15 core Make It Strategies + Tactics
Applying GenAI prompt engineering to ideate on how different Make It Toolkit strategies and tactics for behavioral design might be leveraged for a given design intervention.
Group Discussion: Removing Layers of the Behavioral Journey Map
A group discussion regarding how the ideation process might have been hindered if we were to remove any given layer of the behavioral journey mapping process.
Combos and Trade-offs for Idea Refinement
An overview of how the combos and trade-offs process can be utilized for Idea Refinement during the behavioral design sprint process.
Behavioral Design Hypothesis
An overview of how to define a Behavioral Design Hypothesis. How behavioral design hypotheses play a critical role in prototyping and test validation during the design sprint process by providing a clear framework for what to build, why, and how to measure success.
Group Exercise: Formulate Behavioral Design Hypothesis
Applying GenAI prompt engineering to help formulate a set of behavioral design hypotheses related to the design intervention strategy and solution concept you've focused upon.
Group Exercise (Optional): Trade-offs Analysis to refine your Solution Concept
Applying GenAI prompt engineering to facilitate Trade-offs Analysis related to design considerations such as UX impacts, long-term vs. short-term effects, unintended consequences, etc. to inform further solution concept refinement.
Jun
25
Demo of TheyDo Journey Management Software
Jun
26
Session Four: Demo Day of GenAI Prototyping Toolsets
Overview of Design Methods and Fidelity (storyboard, mockup, wireframes, etc.)
Decide when to use low-fidelity (wireframes, sketches) vs. high-fidelity (interactive mockups) based on your project needs.
Overview of Journey Mapping and Storyboarding
Demo GenAI Journey Mapping and Storyboarding Tools
Learn how to map user journeys and visually storyboards using AI tools such as TheyDo and ChatGPT + DALL-E.
Overview of GenAI Tools to leverage for Prototyping and Testing
Familiarize participants with a suite of GenAI tools and their use cases as it relates to journey mapping, storyboarding, app/website development, chatbot conversations, and content marketing.
Demo GenAI Prototyping Tools (Apps, Websites)
Learn how to create user flows and build app or website prototypes using AI tools such Visily, UX Pilot, and Figma AI Plug-ins.
Demo GenAI Prototyping Tool (Conversation AI)
Learn how to design conversational experences using tools such as VoiceFlow for building chatbots, voice assistants, and other conversational interfaces.
Demo GenAI Figma Plugin Tools (Customer Engagement)
No module content yet
Week 3
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Select Solution Concept to Prototype and Test
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Understand and Choose the Right Fidelity Level
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Choosing the Right Tools
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Step A. Defining key user flows
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Step B. Behaviors to influence
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Step C. Use Design Interventions
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Step D: Create, Iterate, and Make Ready for Testing
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Overview of different Test and Validation Methods
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Use Maze for gathering quantitative data
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Step A. Define Your Testing Goals
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Step B. Identify Behavioral Variables to Test
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Step C. Select the Testing Method
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Step D. Write the Testing Script
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Test your solution
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Define your next steps
Jul
1
Session Five: Behavioral Prototyping Using GenAI Tools
From Hypothesis to Prototype
Review the inventory of hypothesis and design interventions to determine which specific solution concept you wish to prototype and test.
Understanding Prototyping Fidelity Levels
Learn when to use low-fidelity prototypes (e.g., wireframes, sketches) versus high-fidelity prototypes (e.g., interactive mockups) based on testing objectives and behavioral goals.
How to Match Tools to Concepts
Explore AI-enabled tools like Visily, Figma’s AI plugins, and VoiceFlow use cases to choose the right tool based on your solution concept.
Hands-on Activity: Build Behavior-Focused Prototype
Start creating your prototype utilizing what you have done so far.
Behavioral Testing Methods
Discover methods for observing behavior changes.
GenAI Testing Tool Walkthrough
Learn about GenAI tools for prototype testing.
Crafting a Behavior-Focused Testing Plan
Start crafting your testing plan by following these steps.
Hands-on Activity: Test and Validate Your Prototype
Conduct tests and gather data
Analyze Data and Define the Next Steps
What students are saying
Meet your instructor
JOHN GUSIFF
JOHN GUSIFF
John Gusiff is the Managing Partner for Customer Centric Solutions LLC.
He is a makeit toolkit Certified Instructor for Behavioral Design.
He is passionate about improving the lives of customers via human-centered design and design thinking methods. He leverages customer jobs-to-be-done (jtbd) insights research along with applied behavioral science when consulting with his clients.
He has worked directly with executives in marketing, sales, product development, customer service and support functions to help them rethink how they better service their customers and implement the processes, organization, and technology to support it.
Clients have included: American Honda, Canada Goose, Citibank, Ecobee, G Adventures, Gympass, Humana, Porch, lululemon, Royal Ambulance, Shaklee, and TransAlta.
Mahnaz Hajesmaeili
Mahnaz Hajesmaeili
Mahnaz Hajesmaeili
Mahnaz Hajesmaeili is a strategic AI/UX/Product Designer with a Master’s in Media Design and Human-Computer Interaction, blending empathy, curiosity, and data-driven insights to create impactful, user-centric solutions. Skilled in generative AI integration, prototyping, and inclusive design, she excels at crafting designs that deliver measurable value and operational efficiency. As co-instructor of the Maven course on GenAI-powered Experience Design leveraging the Make It Toolkit, Mahnaz applies her expertise to teach participants how to design, prototype, and validate behavioral science-informed AI-driven solutions.
Course schedule
5 Weeks - 8 Sessions + Office Hours
LIVE Cohort - Eight Sessions across Five Weeks
Tuesday/Thursday 12 pm to 2 pm PST
We'll meet LIVE as a cohort walking through specific topics each session, building behavioral journey maps, ideating on behavioral design strategies + tactics, behavioral design hypothesis, prototyping and testing solution concepts.
All GenAI-powered + Human in the Loop!
The GenAI-powered Behavioral Design Sprint
Session 1: Course overview and Make It Toolkit
Session 2:Behavioral Journey Mapping
Session 3: Ideation and Solution Concepts
Session 4: Demo Day GenAI Tools
Session 5: Prototyping
Session 6: Testing
Session 7: Showcase (prototyping results)
Session 8: Your GenAI Portfolio
Office Hours - Q & A
Additional Office Hours between sessions with provide further Q & A opportunities, three of them, spread out throughout the course to raise up and discuss any topic related to the course.
Student Portal for Cohort Discussions, Sharing of additional Resources
Leveraging the student portal on the Maven platform for posting announcements, reading materials, general discussion, and takeaways from the class.
Learning is better with cohorts
Active hands-on learning
This course builds on live workshops and hands-on projects
Interactive and project-based
You’ll be interacting with other learners through breakout rooms and project teams
Learn with a cohort of peers
Join a community of like-minded people who want to learn and grow alongside you